Powerful B2B Content: Using Brand Journalism to Create Compelling and Authentic Storytelling - Rilegato

Flashman, Gay

Rilegato

ISBN 10: 1789661013 ISBN 13: 9781789661019

Casa editrice: Kogan Page Ltd, 2020

Riassunto

Guarantee your content marketing engages customers, builds trust and converts more, with this unique guide to using brand journalism to enhance B2B content, written by the former television news journalist for the BBC, Sky and ITN, Gay Flashman.

Global audiences are sceptical about advertising content, banner ads and promotional messaging at the best of times. In the B2B space, building an authentic brand is even harder because buying decisions are more complicated and take much longer. Building brand trust and credibility requires time and effort.

Addressing these changes, Powerful B2B Content will help readers understand the importance of building a brand narrative and demonstrates how successful organizations can create brand journalism that has influence and impact.

Using the rigour of journalistic practices to construct content that is developed and crafted with a journalist's sensibility, this book will help any B2B company to ensure its stories are engaging and eye-catching, so they can develop trust and attract the attention of the right audiences.

Building on many years' experience in award-winning newsrooms, Gay Flashman explains:
- What makes a great story?
- What audiences want to hear;
- And shows the most effective ways to deliver it

By demonstrating how to create focused content that is tailored to a B2B audience, this book will help any b2b marketers or communicators to listen, observe and understand their customer's goals, to deliver an experience customers know they can trust.

Su questo libro

Informazioni sull?autore

Gay Flashman is a former television news journalist for the BBC, Sky and ITN, based in the UK, where she was Managing Editor of Channel 5 News and Channel 4 News. She is the founder of Formative Content, a global digital marketing and communications agency, which develops content strategy and output for clients including Microsoft, Coca-Cola, Tata Consultancy Services and the World Economic Forum.

Dettagli dell?edizione

• Editore: Kogan Page Ltd
• Data di pubblicazione: 2020
• ISBN 10: 1789661013
• ISBN 13: 9781789661019
• Rilegatura: Copertina rigida
• Lingua: Inglese
• Numero edizione: 1
• Numero di pagine: 224
• Contatto del produttore: non disponibile